6039726 brand cbbe model

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  • 8/6/2019 6039726 Brand Cbbe Model

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    Complex,

    Varied

    Marketing

    Activity

    Comprehensive,

    RobustMarketing

    Measures

    Detailed,

    RichMarketing

    Models

    MARKETING PLANNING PROCESS

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    Rationale ofCustomer-Based Brand Equity Model

    Basic premise: Power of a brand resides in the minds ofcustomers

    Challenge is to ensure customers have the right types of

    experiences with products & services and their marketingprograms to create the right brand knowledge structures: Thoughts

    Feelings

    Images

    Perceptions

    Attitudes

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    Building

    Customer-Based Brand Equity Building a strong brand involves a series of steps as part

    of a branding ladder

    A strong brand is also characterized by a logicallyconstructed set of brand building blocks.

    Identifies areas of strength and weakness

    Provides guidance to marketing activities

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    CUSTOMER-BASED BRAND EQUITY PYRAMID

    RESONANCE

    SALIENCE

    JUDGMENTS FEELINGS

    PERFORMANCE IMAGERY

    4. RELATIONSHIPS =

    What about you & me?

    3. RESPONSE =

    What about you?

    2. MEANING =

    What are you?

    1. IDENTITY =

    Who are you?

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    Salience Dimensions

    Depth of brand awareness

    Ease of recognition & recall

    Strength& clarity of category membership

    Breadthof brand awareness

    Purchase consideration

    Consumption consideration

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    Performance Dimensions

    Primary characteristics & supplementary features

    Product reliability, durability, and serviceability

    Service effectiveness, efficiency, and empathy

    Style and design

    Price

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    Imagery Dimensions

    User profiles

    Demographic & psychographic characteristics

    Actual or aspirational

    Group perceptions -- popularity

    Purchase & usage situations Type of channel, specific stores, ease of purchase

    Time (day, week, month, year, etc.), location, and context ofusage

    Personality & values

    Sincerity, excitement, competence, sophistication, & ruggedness

    History, heritage, & experiences

    Nostalgia

    Memories

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    Judgment Dimensions

    Brand quality

    Value

    Satisfaction

    Brand credibility

    Expertise

    Trustworthiness

    Likability

    Brand consideration

    Relevance

    Brand superiority

    Differentiation

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    Feelings Dimensions

    Warmth

    Fun

    Excitement

    Security

    Social approval

    Self-respect

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    Resonance Dimensions

    Behavioral loyalty

    Frequency and amount of repeat purchases

    Attitudinal attachment

    Love brand (favorite possessions; a little pleasure)

    Proud of brand

    Sense of community

    Kinship

    Affiliation

    Active engagement Seek information

    Join club

    Visit web site, chat rooms

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    Customer-Based Brand Equity Model

    Consumer-

    Brand

    Resonance

    Brand Salience

    Consumer

    Judgments

    Consumer

    Feelings

    Brand

    PerformanceBrand

    Imagery

    INTENSE, ACTIVE

    LOYALTY

    RATIONAL &

    EMOTIONAL

    REACTIONS

    POINTS-OF-

    PARITY &POINTS-OF-

    DIFFERENCE

    DEEP, BROAD

    BRAND

    AWARENESS

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    Sub-Dimensions of CBBE Pyramid

    LOYALTY

    ATTACHMENT

    COMMUNITY

    ENGAGEMENT

    QUALITY

    CREDIBILITY

    CONSIDERATION

    SUPERIORITY

    WARMTH

    FUNEXCITEMENT

    SECURITY

    SOCIAL APPROVAL

    SELF-RESPECT

    CATEGORY IDENTIFICATION

    NEEDS SATISFIED

    PRIMARY CHARACTERISTICS &

    SECONDARY FEATURES

    PRODUCT RELIABILITY,DURABILITY & SERVICEABILITY

    SERVICE EFFECTIVENESS,

    EFFICIENCY, & EMPATHY

    STYLE AND DESIGN

    PRICE

    USER PROFILES

    PURCHASE & USAGE

    SITUATIONSPERSONALITY &

    VALUES

    HISTORY, HERITAGE,

    & EXPERIENCES

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    Application:

    Identify the key drivers of brand equity

    0.17 0.66

    0.24

    0.65Performance

    Imagery Feelings

    Judgment

    Resonance

    0.58

    0.49